Travel marketing in a multiscreen world: An Expedia Media Solutions study
Marketers are all wondering how to cope with travelers consuming media across a wide mix of screens, devices, and platforms — with a third of US households already using five or more devices.
One ANA/Nielsen study has forecast that media spending on multiscreen ad campaigns will rise to become half of marketing budgets by next year, up from 20% on 2013.
So what are travel marketers to do?
Luckily, Expedia Media Solutions, the boutique digital marketing agency in-house at Expedia Inc., commissioned a study by analytics firm Comscore on the topic: “Impact of Multiscreens on the Travel Purchase Path.”